Divining Desire: Focus Groups and the Culture of Consultation 9781682195093

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Автор: Featherstone Liza
Название: Divining Desire: Focus Groups and the Culture of Consultation
ISBN: 9781682195093
Издательство: OR Books
Классификация:

Социальные классы

Исследование рынка

История конкретных компаний / корпоративная история

ISBN-10: 1682195090
Обложка/Формат: Paperback
Страницы: 254
Вес: 0.36 кг.
Дата издания: 18.03.2021
Язык: English
Размер: 201 x 137 x 23
Рейтинг:
Поставляется из: США
Описание:

Over the course of the last century, the focus group has become an increasingly vital part of the way companies and politicians sell their products and policies. Few areas of life, from salad dressing to health care legislation to our favorite TV shows, have been left untouched by the questions put to controlled groups about what they do and dont like. Divining Desire is the first-ever popular survey of this rich topic.

In a lively, sweeping history, Liza Featherstone traces the surprising roots of the focus group in early-twentieth century European socialism, its subsequent use by the Mad Men of Madison Avenue, and its widespread deployment today. She also explores such famous failures of the method as the doomed launch of the Ford Edsel with its vagina shaped radiator grille, and the even more ill-fated attempt to introduce a new flavor of Coca Cola (which prompted street protests from devotees of the old formula).

As elites have become increasingly detached from the general public, they rely ever more on focus groups, whether to win votes or to sell products. And, in a society where many feel increasingly powerless, the focus group has at least offered the illusion that ordinary people will be listened to and that their opinions count. Yet, it seems the more we are consulted, the less power we have. That paradox is particularly stark today, when everyone can post an opinion on social media--our 24 hour focus group--yet only plutocrats can shape policy.

In telling this fascinating story, Featherstone raises profound questions about democracy, desire and the innermost workings of consumer society.

Divining Desire: Focus Groups and the Culture of Consultation, Featherstone Liza